Limitations: Analogue, Digital Recording and Transmission Systems

Analogue, Digital Recording and Transmission Systems!

Chandler, D & Munday, R. 2011. A Dictionary of Media and Communication. Oxford University Press

Digital recordings are generally the only way in which we create our graphics. However, this does mean that those who still tend to only use an analogue system would generally have a lesser version of the final graphic due to the fact of the aspect resolution, colour, resolution would all be affected within the image. These customers would generally not likely be satisfied with the image in which they are provided with. 

With simply transmission systems, these are generally named this as they transmit signals. The overall digital recordings in which we create are made digitally. The current way in which the recordings are transmitted as well as recorded will all be affecting the finished product on screen. Some devices may not be able to pick up the graphic as perfectly as other devices which would be able to pick up the graphic. 

Once a graphic is then transferred from digital to analogue to the overall quality of the actual image would then likely to decrease. Due to our analogue systems unfortunately including less pixels per inch meaning it will have more issues with noise of an image. In this day and age we now tend to prefer digital over analogue just due to the fact that they won't pick up as much noise as well as having a better quality in terms of the overall image. This is generally why the demand has gone up for digital and decreased for analogue. 

Limitation: Size & Aspect-Ratio

Size!

When you're creating an ident it is generally a good idea to think about the overall dimensions which are within video screens. In terms of the most common formats, this would be rectangular which is described by ratio of the overall width vs the height. Aspect Ratio, the most common would be 16:9 which is generally the standard HDTV format. However, with older television display less space so the producers generally would tend to keep text and other important elements within a safe area which they wouldn't have the same widescreen quality as the recent newer models of televisions. 

Aspect-Ratio!

There is generally no standardised screen format. However this generally just means that there is potentially no control over the final output of the transmitted graphic. This would be a clear limitation, as a graphic could potentially lose its quality. This would lead into analogue as well as digital transmission systems. 

Aspect ratio is generally the width of the screen and comparing it to the height. With traditional TV's they have a ratio of 4:3. An example of a 32 inch traditional television screen would generally be 25.5 inches wide and then 19 inches tall. Wide screen aspect ratios are 16:9. 32 inch widescreen televisions would be around 28 inches and then 19 inches tall. 

Looking at anamorphic, which is known as a cinematic which is conventionally known as the overall screen size in which we watch during a trip to the cinema. They generally have much larger screens which would incidate that the films/ shows and adverts in which are shown would need to have a high resolution. 

The ratio would really vary, and this would depend on the actual device in which you would be using. 

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Limitations: Colour

Colour!

In terms of colour, different colours tend to be used within idents which should in general incorporate the channels overall brand of colours into an order which would strengthen the brands image, identity. This however can limit channels to only be using colours to a stock palate. Colours are typically used within a line which would target audience for example when focusing towards young children's channel they will be utilising primary colours. 

Obviously with colours they wouldn't generally appear within black and white telvision and would tend to not likely appear as they were intended to. This therefore could potentially effect the overall design as well as impact of the on-screen graphics have on the viewers. RGB which stands for Red, Green and Blue is known as a colour model which is used for screens. The problem with red is generally that it is too prone to noise, which is why graphic designers tend to not use this colour when they are aware that the graphic would be transmitted to various devices with different screen sizes as well as resolutions. YUV tends to be liked RGB but it is a colour encoding system which is generally used for analogue TV. 

To a degree some colours would work nicely alongside each other where as a few wouldn't work as nicely together. This would all be based on how a colour wheel would work. An example could potentially could be pink and orange, this would be due to the fact that they could become garish and the colours could potentially clash together, one outdoing the other. It would also generally become quite irritating for the audience to attempt to read what would be on the screen. The colours work with Primary colours and colours which would match them, we would call these complimentary colours. RBY, Red, blue and yellow, these would stand as primary colours. However, with the complimentary colours these would be red is green, yellow is purple and blue is orange. This means that you would be able to use these colours for the background and text colours wouldn't be garish or too difficult to read. Where as if you were to use green and yellow this would blend together and generally cause strain to your eyes. 

Some idents generally can't use certain colours as other channels have already used that colour for their ident and it generally stands as a statement that, that colour would be for that channel. Also the colours in whcih they would have used would generally reflect their audience and shows in which they are showing for example with BBC One they wouldn't use purple for their idents as E4 is already using it as their signature colour, also with the colour it wouldn't fit in with the channel as it is a colour which is more related with a more fun atmosphere and with the BBC One logo it is more serious and factual. So with very bright colours they wouldn't work with idents as it generally would make it difficult for people to see as well as if people were to have a bad eye sight it could generally mess with their eyes and cause pain. 

Limitations: Resolution

Resolution!

There are four main resolutions:

Standard-definition television - which is 480i and 576i.

Enhanced-definition television - which is 480p and 576p.

High-definition television - which is 720p, 1080i and 1080p.

Ultra-high definition television - which is 2160p, 4320p and 8640p 

Resolution is the overall detail of a specific image on screen. It is generally well known and is believed that the more pixels in which are there the better the overall quality is. The resolution of different screen sizes, meaning different computers as well as other devices would vary. PC's are most likely to have higher quality resolution over televisions. The resolution of the output device would generally also affect the overall impact of the graphics onto the audience. If the quality is low for example then it wouldn't be very high quality for the viewer to be looking at due to it looking grainy and pixelated effect would then be created. However, back in the day this poor quality would not have been considered poor as it was all they knew and would have generally thought of it as being a grad advancement in technology. However, with audiences now they are so accustomed to being able to access to their high quality that they wouldn't want to really want to watch something in lets say black and white and really bad pixels etc. 

              Low Resolution          High Resolution 

The actual resolution of different devices in the world is generally another limitation which has a relation to typography, this would be because it could potentially affect how the typography would be read. Even today in our society with technology there are still technical limitations. More fringing in regards to the effect of changing angles when two straight lines are so close together that they would generally create the overall illusion of movement. This can generally be quite irritating for many of the viewers as they would stay focusing on that rather than what they're actually watching. More fringing can generally happen when clothing for example would be worn with thing such as shirts which have stripes on them. 

Low Resolution Example:



High Resolution Example:

Limitation: Typography

Typography!

With External Agencies they tend to be employed by certain institutions which are generally limited to certain 'house fonts' which could be used by that certain company. 

With typography you would have to consider that there are many different channels in which use vass amounts of typography. An example of this would be BBC1 using a plain and original, simple typography. This would generally class as a limitation because it makes you have to cut down on the creative side in which you could show. 

Here is an image of an ident in which BBC1 had used and it shows the general simpleness of the typography in which BBC1 uses. However, with the colour limitations, limited typography can potentially also be seen as positive as it would help the channel build an overall recognisable brand in which the audience would be familiar with. With the limited typography this generally means that the idents across the actual channel would be linked and would generally be quite obvious to be for one channel. 

Typography is generally a method which involves text being placed on a screen. This would be a limitation as it has to be legible as well as easy to read. Back in the day/ the past there didn't tend to be many device types that were on the market this generally meant that the overall quality and screen sizes were fairly similar. This shows and means that back in the day typography wasn't really taken seriously in terms of not done with a lot of thinking. 

These days with the release of new versions of computer software and models which create different screen resolutions. This generally affects the quality of the typography as well as how it appears on different devices. It may even become pixelated or too small which would make it difficult to read. If the on-screen graphics were to be created using a smaller screen than the one it will be broadcasted on then perhaps it may even pixelate. 

Opportunities: Encouragement of Brand Loyalty

Encouragement of Brand Loyalty!

Idents are generally created for the use of promotion and to form a potential identity which would stick for a brand. Over the years and continued uses of idents in-between programming as well as onscreen graphics during programmes have generally helped with the encouragement of brand loyalty due to the brand logo always being presented onscreen audience becoming familiar with the logo, this would therefore generate somewhat of a relation between the viewer and the channels brand. Graphics within the programmes are also used as a way of branding the overall content in which is shown on that specific channel, due to the fact that their logo is always visible, therefore showing that they are always putting their name onto productions, which generally states a valid point to the viewers that this product follows the channels values and overall aims. 

https://www.youtube.com/watch?v=oOL366q6QkM

ITV generally have a huge range of idents in which are being advertised daily through their channels. The idents which are being portrayed are either similar or the exact same. Overall, they would do this for the use of being able to attract brand loyalty to their audiences. They would often use family guy for these uses as it is a popular TV show and good to use to promote their channel. ITV within the UK is the only channel which shows Family Guy unless you have an active prescription with FOX, but generally ITV is the only free channel which airs Family Guy. 

An example of the comedian effect used from Family Guy is shown below:

Opportunities: Appeal to Target Audience

Appeal to Target Audience!

Idents tend to be typically aimed towards a certain demographic group, which would be split up into age and gender. Even though some of the on-screen graphics are of places as opposed to people, which overall would generally bring in the idea of psychographics. 

Psychographics is the general meaning of being able to study and classify people in terms of being able to accord them based on attitudes, aspirations and generally other psychological criteria, especially within market research. 

On screen graphics generally offer to you the opportunity to be able to appeal to a target audience in many ways rather than just a few methods. 

An ident I will be talking about is, Comedy Central London, this is generally a city which shows a graphic animation as the logo as it his the gherkin and wobbles. This is to add the overall comedy part of it and also to suggest and show that it would likely never happen. This suggests to me that the channels target audience would generally be people who are interested within the comedy genre which I feel why the name is 'Comedy Central'. The idea of the ident showing the city of London I feel could generally be to some extent an indication that men or women who are living within London (demographics - geographical location) would therefore enjoy watching the channel or have an overall better interaction, which could generally be due to the English jokes in which are being made within the programmes as an example. In terms of other idents they would tend to use more colours which would suggest that they would intend their demographic audience and objects to imply the psychographics of their audiences. 

An example of this would potentially be BBC Three Kick Step Turn Ident:



With the colours in which the ident is using I would say that it is mostly purple as well as using pink and blue which in my opinion would indicate that the ident is generally for both genders being male and female.

As for the animations in which the ident is showing would be firstly, blue heels and red lipstick which could suggest in someway that it was women's favourite. And with the car animations this could generally be aimed towards men as being a gadget in men's lives in which they would enjoy the most. With the Disco ball this could indicate a party which both men and women both enjoy doing. Lastly, with the animated people being shown, both being men and women who are joining together to dance meaning that they would show the viewers that they are being brought together because of their enjoyment of the programmes show on that specific channel. 

However, there is a downfall to using on-screen graphics and this would generally be that it is time consuming and expensive etc. 

Opportunities: Creation of Tone

Creation of Tone!

An opportunity would generally be that as a producer you would have to install your own ethos or ideology. One way in which this can be done is through the tone of a specific ident. 

Generally when trying to create a tone, on-screen graphics are used to be able to set a particular tone. With finding the correct tone it would be an opportunity for a corporate or brand identity to then be able to be successful as well as appeal to its target audience. With Colour, tempo and sound, these generally create the tone of an ident. With an ident which for say  used black and white in terms of the feel this would generally give it that old fashion feel. Which if combined with a slow pace as well as steady beat could potentially suggest a more formal tone for an older audience. However, with a lively tone this could potentially be created through the use of bright colours and upbeat audio as well as busy content. This would be applied to more of a younger generation of audiences, which would therefore reflect the tone. 


Looking at ITV, after it's re-branding. The general use of the blue within is quite a corporate colour to be using which I feel generally creates the tone of the business and its professionalism. With the turquoise mix of green as well as blue and the connotations of these colours would generally reflect the nature of it while representing that it is a new beginning and growth is underway. The overall creation of the tone generally links in with being able to appeal to a tone which would link in with being able to meet target audiences in terms of being able to appeal your show towards them to keep viewers as well as attract new ones. This would generally suggest that with ITV and its new beginning as it is an attempt to potentially be able to appeal more towards the younger generations of audiences. This to me is quite obvious just due to the fact of the use of bright colours. The overall colour scheme generally reflects the general colours in which are used in the upcomming programme ITV news. With audio, this isn't very loud or upbeat per say. But this would suggest that the main focus is meant to be more on the visual rather than just the audio. This generally shows that it can be efficient to show relevant information with a consistent awareness of time constraints. This would be to then appeal to someone who could potentially be quite busy for example a businessman, as they would generally be living busy lives and would probably have little to no time to concentrate on the audio.

However when looking later on with ITV 2 with Family Guy:


Quagmire is generally used due to the fact that it just gives off a general comical tone for the audiences who are in love with Quagmires jokey side. I feel that in terms of audiences this would be for audiences within the age range of 16-34 year olds. Which again I feel using as a brand to promote other shows on their actual channel but also are using a comical tone just generally there in the effort to be able to attract new viewers to the mix. 

Opportunities: Branding of Content

Branding of Content!

Importance, it is important that brands are using the appropriate imagery when creating their idents, this would generally be because it would help with the overall creation of tone. Within idents tone is important as it is what will be used generally to target the audience, for example within a food network organisation, the imagery here would be of food as well as cooking equipment within the ident which would generally display the correct tone for that specific channel. Idents also are needed to appeal to the right target audience and with the right tone as well as imagery this would definitely be achievable. An example of this would be CBBC channels which had a dark colour scheme for one of their idents, the tone would not generally be suitable for their audiences which then in turn would make the channel not as appealing to their target audiences.  

An example of this would be ITV when they use shows such as Family Guy and Love Island. Whereas with Channel 4 they would use 'The Big Bang Theory as well as The Simpsons. 



ITV2 tend to use a huge range of Family Guy idents to be able to promote one of their most popular shows in which they have. They tend to do this so that they are branding their content which would generally attract new audiences to the mix and they would also be promoting for other shows such as Love Island for example. 

The traditional overall meaning of branding actually related to the use of heated iron which would leave a certain mark on an object. The logo of the channel which at the end of the day would represent the channels mission, aims as well as values. They would also be the main focus within the channels idents, often 'stamped' within one of the corners on your screen in which during the programmes when aired on that channel an example of this could be for example BBC.

Opportunities: Display of Text-based Information

Display of Text-based Information!

With this having a clear opportunity of on-screen representation is generally having the ability of being able to give information and ideas visually. Although some aspects of information would generally have no other way of being shown apart from through the use of text, although this may not seem like a generally visual and appealing way of communicating information to the audience through a general visual medium such as television, on-screen graphics generally would enable it to not be so boring in terms of it just being a huge bulk of text on a screen.  

On-screen graphic representation is generally used to help sell a product. The information about the overall product is potentially conveyed in an interesting way this can be through things such as info-graphics, along with a voice over rather than a long-winded lecture which would present how 'great' the product is. On-screen graphics are also used to generally publicise a company and its overall values, missions and aims. 

A good example of this perhaps could be from the oil spillage which occurred a while ago now but the video was an animated 'infographic' which generally told the viewers about the gulf oil spill. 



Generally within the video there is a big part which is the numerical side of things and having the infograph potentially shows written words which are shown on the screen within animation, which would then allow the audience to be able to enjoy what they're reading as well as it being easier to understand, this would also take effect to the deaf community who would need infographs to make it easier to understand. I feel that this video is generally quite effective as it is showing attempts to be able to make text based information much more interesting in the way that they're adding in animations. This is generally more interesting not to just read but also visually more impacting on the audience of the video. However, even though the topic of this specific subject isn't so interested, with the use of text-based information and animations within the video have cleverly made it so that it is not just a huge block of information being shown on a screen but showing little by little with a visual demonstration using animation.

Purpose: Segmentation within Scheduling

Segmentation within Scheduling!

Generally, non-commercial channels such as the BBC do not have the time between programmes that advertisements have to provide for commercial channels such as ITV and Channel 4. 

Idents add time between programmes generally for the following reasons; 
- To provide relevant information.
- To promote a variety of programming.
- To regulate the scheduling to fill time.
- To provide a break for studio workers such as News and Sports. 

With segmentation within scheduling, this is generally the grouping of an individual ident between a programme. For example with MTV Hits idents being aired, then a programme would follow and once it has finished MTV Hits ident would then be aired once again. This generally means that it puts the schedule into different segments. The overall idea of the segmentation within scheduling would stem from the film industry. With the opening titles these tend to often be the names of the production as well as the distribution companies, followed by the actors who were in the film as well as the director. However, at the very end of the film the credits would roll of all individuals who had taken part within the production. Due to the same ident being played consistently before and after a show/ film, due to this it generally reinforces the overall channel's identity as well as making it clear at the same time to the audience exactly what channel in which they are watching. 

Purpose: Scheduling

Scheduling!

Generally, an ident is there to play an important role when it comes to keeping scheduling for a channel organised. In terms of audiences, an ident is an ideal opportunity which provides their audiences with sufficient important and key information about programme scheduling for that individual channel. This information may perhaps entice the viewer to want to continue watching from that particular channel rather than choosing to swap over to another channel. Going into depth with a scheduling tool which is known as 'Stacking' this places two of the same or even similar shows on after another. With this an ident would generally be there to inform the audience of this which would therefore potentially maintain the audience flow. 

Sometimes TV idents are sometimes aired during the period of time in which an advert is aired. This is a very effective use of scheduling due to it emphasising the channel as well as keeping the channel in the viewer's mind. This would generally be reminding them of the brand and it's overall identity. 



An ident for E4 would be the beach which this I felt it clearly represents summer and is quite generally natural, which often is often shown during this time of year as it is coming up to summer. You can see that with the ident it is based around a sunny day at a beach, which would also indicate that obviously the ident is shown during the day.

With the design however, in terms of colours, objects, movement and overall space I feel this suggests a certain tone, which would generally be fun, bright and potentially exciting. I feel this that is a perfect example of a careful consideration for the actual scheduling in which of the ident and it results in a much higher quality audience interaction due to the fact that there is an identifiable link between when the ident is being broadcasted and generally at what time of day and year. With this, the same could be said for Channel 4's Tokyo ident back in the day which was set at night in the capital city. This would create a subdued tone and as a viewer of Channel 4 myself, I can clearly see from research that this ident back in the day and was broadcasted in the evenings. Generally, this would be an accurate indication in terms of times, whether day or night and when it is being broadcasted. 

Purpose: Packaging and Re-Packaging

Packaging and Re-Packaging!

Idents generally serve as somewhat an anchor which contains meaning which reflects their ethos, BBC mostly reflects their ethos. BBC most recently changed their idents whcih were used to reflect their fourth and new ethos of overall celebrating cultural diversity. They responded to this change by directly changing by repacking their idents away from their circular branding to spaced within the UK in which celebrates diversity. 

The overall concept when looking at packing and repackaging is generally the evolution of re-designing idents from the same channel while still maintaining a sense of the same corporation identity and general theme, but with a change in brand identity and possible characteristics in which the channel felt would better appeal to their audiences. 

Re-brands tend to be quite dependent on their viewing figures. For example if the statistic were low, a channel would generally choose to want to expand their target audience and for this would require to make alterations to the actual brand. However, this would not affect the overall brand loyalty if changes were enabled the current audience would still be able to decipher that the channel is still the same through the actual ident. 

Another channel (ITV) had a re-branding and it took place in the overall attempt to be able to appeal to a younger range in terms of audience. This would be evident through the use of typography which would generally appeal due to it being curly and swirly. Which overall to me would suggest a casual, informed tone and one which would be associated with the age category of teenagers as well as younger adults. The technique with the colours as well suggest that the graphic designers had changed the colours of the logo according to the colour scheme of the programme being broadcasted. Due to the overall fact that ITV airs a diverse range of programmes I feel that this is a clever and well used technique. The overall re-branding of the logo had made it more visually appealing for its audiences. 

 Old logo

 New logo

When comparing the logos, with the old being yellow and black with the straight-edged typography of the logo, I personally feel that this is a very professional and corporate tone. Which overall reflects the previous target audience of mainly adults as well as older audiences in general. With the new logo being more colourful which I feel generally reflects and attracts younger audiences to bright colours as I personally would rather be looking at something with more than just two colours which was what was incorporated within the old logo. 

Purpose: Marketing

Marketing!

In general sense, marketing is the overall study and management of exchange in relationships. Promotion, marketing since within this as idents are serving as a method of promotion both the channel but also acting as a service and the goods which it would sell. With a successful ident, this would generally help with the promotion of an individual programme. An example of this would be E4's Eefer is generally quite a smart and practical way of marketing The Big Bang Theory, which is known as E4's most popular show. The reason behind this is generally due to the fact that they are utilising the overall themes of robotics which are seen in The Big Bang Theory within the ident itself. The clear attempt of synergy had been made even clearer given the fact that the robot was first shown to the audience along with the release of The Big Bang Theory on E4. 


Idents can generally be useful as a marketing tool if a channel were to consistently promote a new show or even a returning series. A good example of this would be Channel 4's idents which are for the Simpsons. Channel 4 would/ could release a new ident with the theme of The Simpsons everytime a new season were to be released.

Purpose: Branding

Branding!

A companies overall ethos and aims can general reflect on it idents. With a brand it would generally allow a channel's target audience to be able to associate with any programmes to that channel, especially if the ident is to be consistently played. 

This doesn't just tend to just be a visual experience. The sound of TV Idents can also generally help with the build of the identification with a channel who would be popular as it would generally help with their branding. With sound this would work and be good for branding as if perhaps your favourite show was to start, mine being 'The Vampire Diaries', if I was to hear the comforting signal of it showing I would be straight there, it is a comforting signal which allows you to be aware if your favourite show is on. A successful campaign would run alongside a series of idents which would generally continue that companies ethos as well as ideology. Branding is a really strong technique which is used within businesses and it is generally used to direct the link within recognition of audiences in the choice of colour, style and overall purpose. Meaning that in someway, the link can be relevant to the audience and generally have a connection. 

Purpose: Identity

Identity!


It is generally essential for any media company/companies to be able to stand out from their competitors, therefore with creating a unique idea for an identity would portray everything about the company. For example it's aims as well as values, also by representing its target audience and perhaps some potential hobbies. 

BBC:

Looking at BBC One and how they identify themselves, they have released a new on-screen identity based around the actual symbol of a circle. The reason behind this was done, Peter Fincham who was the controller had said that "In an increasingly competitive marketplace a channel needs to stand out from the crowd and I believe our new identity is just what's needed for BBC ONE".

The new channel identity had launched on air in the morning of the 7th of October 2006, which was a Saturday. The on-screen presentation had also been changed to be able to reflect the overall circle concept. The circle is generally what is there to set the heart of the campaign, this has been familiar among BBC One viewers over the several years, but this is generally modern, forward looking and something different overall which is surprising. 

Here are a few examples of BBC One's circle idents: 

Design - Entertainment Led

Entertainment Led!

Some idents are generally just made for full entertainment purposes. 

ITV:


ITV are a commercial channel therefore their ethos tends to lean towards entertainment we can see this being replicated in their tv idents where we can see their pug being washed in the kitchen sink with no voice over was generally served just for entertainment. With this I feel that ITV's approach is generally that who doesn't like cute dogs, also fitting with their target audiences who would generally own a pug or a dog alike who would be sitting on their laps watching the show to come with them. 

Design - Information Led

Information-Led!

Information Led is an ad which consists of very little information, entertainment value to them and they generally are purely used for their use as an intermission between ad's and show's what is to come after the ad. 

An example of Information-Led:

This would generally be an example of a non-entertaining ident, generally due to the fact that it would only announce the important and essential details of a programme which would follow after the ident which would contain 'flashing images'. This would be a lawful regulation as it warns the viewers of Channel 5, who potentially suffer from epilepsy. 

Design - Interaction with Viewers

Interaction with Viewers!

E4's Case Study:

The idents on occasion will start to interact with their viewers through the use of social sites. These sites include; Facebook, Twitter and Instagram, along with E4's YouTube as well as Spotify channels. 

The new looks which was devised by 4Creative with the help of the agency known as ManvsMachine, rolled out on the 31st of October which was to coincide with the return of the well known sit-com which is known as 'The Big Bang Theory'. These Idents were created and developed by MPC. 

The marketing manager (Charlie Palmer) had said that "It was important that we maintained E4's humour, irreverence and purpleness but with the new branding and Eefer, we wanted to try something truly distinct and invite viewers to engage with us in a way no other channel does."

Bibliography:

Campaignlive.co.uk. E4 rolls out Eefer character in first brand refresh in six years. [online] Available at: http://www.campaignlive.co.uk/article/e4-rolls-eefer-character-first-brand-refresh-six-years/1218877#71tr61USxIrbkAJY.99 [Accessed 29 Jun. 2017].

Design - Screen Tempo

Screen Tempo!

With the use of institutions scheduling practice would tend to dictate the overall tempo of the Ident. For example if ITV were to show a drama let's say perhaps, 'Downtown Abbey' this would mean that they would unlikely be using a fast paced ident. 

With the overall pace of an ident it generally is either slowed down or increased depending on what is best to match the actual type of the channels target audience and the show which would be coming on after the ident. An example of this would be BBC One as they are using fast paced editing which would generally excite an audience if the football were to be coming on afterwards: 

BBC 1:



Within the advert it was very quick and the use of bass to get the audience ready for what is going to happen. The use of technology which allows BBC to rewind and fast forward, which generally makes the ad easier to make, as well as looking to some extent professional. The overall tempo fit in with the footage and it seemed everything was going in that direction of being quite fast.